Stage 5: Marketing Data

Stage 5: Marketing Data

Stage 5 of the Product Data Refinery: Where Product Becomes Visible Product search used to mean Google plus the search bar at the top of a distributor’s website. That definition no longer holds. Search now includes AI agents shopping for buyers, LLMs...
Meet Your Buyers Where They Are

Meet Your Buyers Where They Are

If you’ve been in B2B for a while, you know how business has always been done. A buyer calls a rep, who issues a quote and takes an order. That’s a sales channel. It used to be THE sales channel. But then the company website came along, first...
B2B Buyers Don’t Search. They Specify.

B2B Buyers Don’t Search. They Specify.

What B2B search must do — and where many vendors fall short B2B buyers don’t browse. They don’t get inspired. They arrive at your site with a part number, a SKU, a contract reference, or a manufacturer code in hand. The whole act of “search” in...
Digital SKU Stage 4: Fulfillment Data

Digital SKU Stage 4: Fulfillment Data

This blog is all about managing expectations. If we were to summarize what fulfillment data was, it essentially is the raw components that make up order fulfillment expectations. This caused me to look up the definition of the word expectation, and I found it...